Unit 22 Public Relations and Promotion in Travel and Tourism

HND Assignment Brief
Session: September 2015

Programme title

Unit number and title


Public Relations and Promotion in Travel and Tourism
Assignment No/Title

1 of 1

Written report involving 4 tasks
Unit Leader

Assessor (s)

Final assignment submission deadline

28 Dec 2015 - 09 Jan 2016

Late submissions
11-16 Jan 2016
The  learners are required to follow the strict deadline  set  by the College for submissions of assignments in accordance with the BTEC level 4 7 submission guidelines and College policy on submissions. They should also refer to Merit and Distinction criteria that require evidence of meeting agreed timelines and ability to plan and organise time effectively without which the learner may not expect to receive a higher grade.
Resubmission deadline


In class feedback will be available from draft submissions on a task by task basis as a formative assessment as well as summative feedback in the form of initial submission.
Final feedback will be available within 2 weeks of the assignment submission date.

General Guidelines          •   The work you submit must be in your own words. If you use a quote or an illustration from somewhere you must give the source.
    Include a list of references at the end of your document. You must give  all your sources of information.
    Make sure your work is clearly presented and that you use correct grammar.
    Wherever possible use a word processor and its spell- checker.

Internal verifier

N Saleem

Signature (IV of the brief) *

Nazimudeen Saleem



ICON College of Technology and Management
HND in Travel and Tourism Management
Session: September 2015
This assignment will be assessed by 4 written task reports and a brief presentation.

Task 1 for LO 1:

Context and Scenario:
VisitBritain is the national tourism agency, responsible for marketing Britain worldwide and developing Britain's visitor economy. Their mission is to build the value of tourism to Britain. They have a global footprint, thanks to their strong digital presence, and market Britain in 21 countries.  They have given you a position as a marketing PR trainee for a seaside tourism destination in UK which is in decline so that you can plan an effective public relations and promotion campaign to be implemented within six months.

Task 1 for LO 1 and LO2 and P 4.1:

A.  Evaluate the role and discuss the importance of public relations as a promotional tool to be applied in your chosen seaside tourist destination and analyse  the diversity of publics or audiences, including the current and potential visitors and other stakeholders within a travel and tourism context [P1.1, P1.3 & P1.2].

B.  Undertake an audit of the chosen destination environments within the context of setting relevant goals and objectives for the campaign by applying a range of PR and promotion skills and produce a public relation plan [P2.1, P4.1]

Ø   M1: To achieve M1 you should have applied effective approach to study and research carry out an in-depth analysis of the various publics or target audiences using their profile and expectations, and apply in your chosen seaside destination (Task 1 A, P1.2).

Ø   D1: To achieve D1 you should have demonstrated that your PR campaign goals and objectives for the chosen seaside destination were set through synthesis of ideas and application of PR skills (Task 1 B).

Task 2  for LO 3:

Context and Scenario:

So far (from task one) you have had an idea about the overall destination of your chosen seaside resort as well as the diversity of publics or audiences in the destination. You are now required to approach the following:

A.  Identify and analyse the key media that can be used in your campaign and assess the relationship between your department (public relations) and the media. [P3.1, P3.2].

B.  Evaluate the appropriateness of the media that you have chosen for the PR campaign and justify why they are suitable for your campaign. [P3.3]

Ø   M2. To achieve M2 you should have applied a range of methods and techniques in analysing the key media for your campaign and critically assess the relationship between the PR and the media (task 2 A).

Ø   M3. To achieve M3 you should have used an appropriate structure and approach in evaluating the appropriateness of the media for your campaign (Task 2 B).

Ø   D3. To achieve D3 an innovative and creative thoughts should have been applied to identify the key media and its relationship with public relations department (Task 2 A:

Task 3 LO 4:

Context and Scenario:

Now that the campaign is formulated and ready to be implemented you need to:

A.  Review the effectiveness of your Public Relations campaign and briefly discuss what strategy (action plan) will be put in place to Implement your plan [P4.2, D2]

(Recommended word count for this task is 1000)
Ø   D2: To achieve D2 you should have planned substantial activities, projects or investigations in developing the action plan for strategy implementation.

1.  Assessment Criteria Related to the Learning Outcomes

Learning outcomes

On successful completion of this unit a learner will:
Assessment criteria for pass

The learner can:
LO1 Understand the role
importance of effective public relations for travel
tourism businesses
1.1 evaluate the role of public relations within the travel and tourism
sector as a promotional tool

1.2 analyse publics within a travel and tourism context

1.3 discuss the importance of public relations to travel and tourism businesses
LO2 Be able to apply public
relations and promotions
skills within a travel and tourism context

2.1 apply a range of public relations and promotions skills to a travel and tourism context
LO3 Understand the use of media
in public relations applied to
travel and tourism
3.1 analyse media used in public relations

3.2 assess the relationship between public relations and the media

3.3 evaluate the appropriateness of media used with different public relations                   techniques in travel and tourism contexts
LO4 Be able to create a
relations plan in a travel and
tourism context
4.1 produce a public relations plan which identifies objectives and key

4.2 review the effectiveness of the public relations plan

2.  Basis for Merit and Distinction Criteria

Merit (M1, M2, M3)
Distinction (D1, D2, D3)
Indicative characteristics
Indicative characteristics
Identify and apply strategies to find appropriate solution
v  An effective approach to study and research has been applied
Use critical reflection to evaluate own work and justify valid conclusions
v   Conclusions have been arrived at through synthesis of ideas and have been justified
Select/design and apply appropriate methods/techniqu e
v   Relevant theories and techniques have been applied
v   A rang of methods and techniques have been applied
Take responsibility for managing and organising activities
v  Substantial activities, projects or investigations have been planned, managed and organised
Present and communicate appropriate findings
v   The appropriate structure and approach has been used
Demonstrate convergent/lateral
/creative thinking
v  Innovation and creative though have been applied

3.  Preparation guidelines of the Coursework Document
a.  All coursework must be word processed.
b.  Document margins must not be more than 2.54 cm (1 inch) or less than 1.9cm
(3/4 inch).
c.   Font size must be within the range of 10 point to 14 point including the headings and body text (preferred font size is 11).
d.  Standard and commonly used type face such as Arial should be used.
e.  All figures, graphs and tables must be numbered.
f.   Material taken from external sources must be properly refereed and cited within the text using  Harvard standard
g.  Do not use Wikipedia as a reference. h.  Word limit must be strictly followed.

4.  Plagiarism and Collusion
Any act of plagiarism or collusion will be seriously dealt with according to the College regulations. In this context the definition and scope of plagiarism and collusion are presented below:

Plagiarism is presenting somebody elses work as your own. It includes copying information  directly  from  the  Web  or  books  without  referencing  the  material; submitting joint coursework as an individual effort.

Collusion is copying another students coursework; stealing coursework from another student and submitting it as your own work.

Suspected plagiarism or collusion will be investigated and if found to have occurred will be dealt with according to the college procedure. (For details on Plagiarism & Collusion please see the student hand book)

5.  Submission
a.  Initial submission of  coursework to the tutors is compulsory in each  unit of the course.
b.  Student  must  check  their  assignments  on  ICON  VLE  with  plagiaris software
Turnitin to make sure the similarity index for their  assignment stays withithe College approved level. A student can check the similarity index of their assignment three times in the  Draft Assignment submission point located in the home page of the ICON VLE.
c.   All Final coursework must be submitted to the  Final submission point into the unit
(not to the Tutor). A student would be allowed to  submit only once and that is the final submission.
d.  Any computer files generated such as program code (software), graphic files that form part of the coursework must be submitted as an attachment to the assignment with all documentation.
e.  Any portfolio for a unit must be submitted as a hardcopy to examination office.
f.   The student must attach a tutors comment in between the cover page and the answer in the case of Resubmission.

6. Good practice
a.  Make backup of your work in different media (hard disk, memory stick etc.) to avoid distress for loss or damage of your original copy.

7. Extension and Late Submission
a.  If  you  need  an  extension  for  valireason,  you  must  request  one  using  an Exceptional Extenuating Circumstances (EEC) form available from the College examination office and ICON VLE. Please note that the lecturers do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.
b.  Late submission will be accepted and marked according to the college procedure. It is noted that late submission may not be graded for Merit and Distinction.
c.   All Late coursework must be submitted to the  Late submission point into the unit
(not to the Tutor). A student would be allowed to  submit only once and that is the final submission.

8. Submission deadlines : As above (Page1) Submit to:           Online to the ICON VLE only